Mktg - India;Bharti transforms its vision with new identity
Bharti Enterprises has unveiled its new brand identity with a new logo and a vision to become “India's finest conglomerate” by 2020. Bharti aims to achieve this by creating ‘Big Transformations through Brave Actions’, which is its new slogan.
The logo has been designed by JWT and presents Bharti in indigo and orange (the earlier logo was in black and orange), with three arrows embedded in it. According to the official communiqué, the new logo is youthful and reflects Bharti’s multidimensional character and avenues for growth. The indigo stands for depth and the orange, for youthful passion and energy. The arrows stand for movement that extends beyond boundaries and symbolise swiftness, precision and accuracy.
The core values reflecting the new identity are empowering people, being flexible, making it happen, creating openness and transparency and creating a positive impact.
Speaking to afaqs!, Rohit Ohri, managing partner, JWT Delhi, says, “Bharti's new identity is about the evolving nature of the company. It started off with the telecom business, but has now moved into insurance and retail. There was a need for this to be reflected in the logo.” The transformation that Bharti refers to also points to its corporate social responsibility (CSR) activities.
In the communiqué, Sunil Bharti Mittal, chairman and group chief executive officer, Bharti Enterprises, says, “At Bharti, we have always believed in undertaking transformational projects that have a positive impact on society and contribute to the nation building process. Having diversified into new businesses in agriculture, financial services and retail with world class partners, we have laid the foundation for building a conglomerate of the future, which will achieve $10 billion in revenue by 2010.”
In addition to the telecom and insurance businesses, Bharti has a presence now in the agricultural and food processing sectors as well.
“Our research shows that Bharti is viewed as a socially conscious company. The new slogan reflects the company's vision to enter into segments which can transform the lives of Indians in many ways,” says Ohri.
Ohri says that there is no mass campaign being planned at present to promote the new identity, but there will be some communication from the company, which is yet to be decided.
Under the Bharti Foundation, the company's education initiative, free education is imparted through 159 Satya Bharti schools to 18,000 children. The company aims to establish 500 primary and 50 secondary schools by 2010.
Bharti has associated itself with the All India Football Federation (AIFF) to promote Indian football globally. It has also set up a football academy.